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Ford's new virtual reality project teaches motorists how cyclists feel in danger on road... and vice versa

The new virtual reality experience shows how it feels for cyclists when a car overtakes too closely or swerves: David Williams
The new virtual reality experience shows how it feels for cyclists when a car overtakes too closely or swerves: David Williams

Car giant Ford today launched a radical new virtual reality experience showing motorists how cyclists feel in danger when car drivers overtake too closely, swerve in front — or suddenly open a car door.

“WheelSwap”, launched in London, also shows cyclists what it’s like for motorists when they jump red lights, cycle the wrong way down one-way streets and swerve unexpectedly.

Unveiled by Ford’s Europe president Steven Armstrong, as part of the firm’s new “Share The Road” campaign, WheelSwap was trialled by more than 1,200 participants across Europe with “dramatic results”.

Eighty per cent of UK participants changed their behaviour within two weeks — more than in any other European country — and displayed “greater empathy to their driving and cycling counterparts”. Ninety-one per cent said they planned to change on-road habits.

The experience is part of Ford's 'Share the Road' campaign (David Williams)
The experience is part of Ford's 'Share the Road' campaign (David Williams)

“As someone who frequently travels on both two wheels and four wheels, I have experienced first-hand many of the frustrations — and dangers — that drivers and cyclists encounter on our roads today,” said Mr Armstrong.

“The safe integration of increasingly diverse modes of transportation is key to how we make our cities safer and easier for everyone to get about in, now and in the future.”

Ford says WheelSwap was found to “breed empathy and defuse antagonism between cyclists and car drivers”.

The project aims to teach cyclists and motorists about the dangers each other face
The project aims to teach cyclists and motorists about the dangers each other face

It developed WheelSwap after research showed 16 per cent of UK cyclists had experienced physical violence from drivers and 12 per cent of drivers experienced the same from cyclists.

Sixty seven per cent of cyclists suffered “rude” hand gestures from drivers, with 51 per cent of UK drivers complaining of the same. Sixty three per cent of cyclists had been shouted at by drivers and 45 per cent of drivers shouted at by cyclists.

Two weeks after trying WheelSwap, 90 per cent of drivers tried to overtake cyclists more safely and half of cyclists tried not to switch between roads and pavements.

The virtual reality experience is now going into Ford’s free driver training programme for 17- to 24-year-olds and will also be on YouTube. Last month, the firm launched its new Focus model with technology to detect nearby cyclists.